Brentford has appointed SecuTix as its new ticketing and engagement partner ahead of the English Championship football club’s move to a new stadium.

Following a tender process, the global SaaS ticketing and audience management provider will seek to ensure a smooth transition as the London club leaves its current home of Griffin Park to move to a new stadium, less than a mile away, in 2019.

Brentford said it was keen to appoint a new ticketing partner now to ensure the platform is well established before the move.

Kurt Pittman, the club’s director of marketing, said: “We are a club which has to try to out think rather than out spend our competitors. For that reason, we wanted an innovative partner who offers Software as a Service.  We know from experience that when it comes to the amount of work involved in system upgrades, it’s not an easy task with bespoke systems.

“Moving from a 12,400-seat stadium to a 17,250 seater, with nearly 3,000 more premium seats, requires a flexible partner. The SecuTix platform offers that flexibility.  Combine that with SecuTix’s desire to help grow our business and we’re confident that we will make a great team as we enter this new chapter.”

David Hornby, SecuTix UK managing director, added: “With the new stadium in mind, our ambition is to make the whole fan experience easier. As a priority, we’re looking at ways to integrate the ticketing purchase with the club’s access control, loyalty partners and mobile app. Once the club has moved stadiums, our focus will be on growing their season ticket base, attracting new fans and increasing their average home game attendance.”

Brentford broke ground on its new Brentford Community Stadium on March 19.